Market Street Dash
- Brand
- Morrisons
- Objective
- Product Launch
- Industry
- Retail
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Playerthree
Objective
Morrisons used the game to make its sponsorship of ITV's Ant & Dec's Saturday Night Takeaway interactive, giving the tie-in its own play alongside the on-air branding. The build doubled as a vehicle for the supermarket's 'Farm to Fork' message, spotlighting the freshness of its Market Street produce range and introducing shoppers to its newly launched online delivery service by putting them behind the wheel of one of its delivery vans.
Solution
Players take the wheel of a Morrisons delivery van alongside Ant or Dec for a short arcade race in two stages. First, they steer along country roads, grabbing stars and that week's featured products on the way to a Morrisons store. Then they set off again to drop the same groceries at customers' homes, steering the van through the streets to reach the finish line. Each run is quick and built for replaying, and it opens straight in a mobile or desktop browser with no download needed, so viewers could jump in from any page of the campaign during the Saturday-night broadcast.
- 1
The player opens the game directly in a phone or desktop browser, with no install, in a session built for one short race.
- 2
The player is framed as helping one of the show's hosts, Ant or Dec, complete his challenge; the chosen host rides along as a companion character.
- 3
The player steers a Morrisons delivery van in a third-person pseudo-3D racer, watching the road scroll ahead on 2D graphics.
- 4
In the first stage, the player drives country roads collecting stars and featured Market Street products, then delivers the haul to a Morrisons store.
- 5
In the second stage, the player takes the same products out to customers' homes, dramatizing Morrisons' online delivery service.
- 6
Each stage ends when the van crosses the finish line.
- 7
After the short run, the player is returned to the start to race again, with repeated short attempts as the intended way to play.
